Will early store openings ring up O.C. sales?

Twin sisters Alissa Rose, left, and Delaney Rose, 16, of Mission Viejo carry their shopping bags through The Shops at Mission Viejo in their pajamas while shopping at 7 a.m. on Black Friday.STEVEN GEORGES, FOR THE REGISTER

SANTA ANA – Retailers statewide should do 4 percent more business than last year this holiday season, which officially begins with Black Friday, but Orange County's store owners should register a slightly larger increase, according to Esmael Adibi, director of the A. Gary Anderson Center for Economic Research at Chapman.

The big question for economists is what effect will early-bird retailers have on Black Friday, named because it starts the period when retailers are profitable or "in the black."

"It will be interesting to see what happens," said Mary Gilly, a UC Irvine marketing professor.

"I've seen research on Black Friday shopping that shows it's a family event. After eating turkey they plan out their strategy, who's going to go where when they get up at 4 a.m.," Gilly said.

"It's kind of an adventure, and I think (the early openings) takes away the challenge. Anyone can go to the store at 8 at night, but it takes a real trooper to get up at 4 o'clock in the morning to do it. And at one point does it stop and (Black Friday) becomes just a regular shopping day?"

The Irvine Spectrum Center was one of those destinations with early openings, with 95 percent of the businesses opening at midnight Thanksgiving, said Stacie Ellis of the Irvine Co.

DJs at the Spectrum planned to have holiday music and offer chances to win $1,000 shopping sprees. The Spectrum's ice rink, carousel and Ferris wheel were set to be open.

Still, Ellis believes many families will enjoy the Black Friday tradition because the Irvine Co. shopping centers are destinations for many in the community.

"Some people just love Black Friday. But our centers have always been built to be a downtown. ... And we really do build that community with them. It's really meant to serve the communities," Ellis said.

"Some people propose at the Spectrum because it's where they had their first date."

More shoppers are choosing to do business online, but many others still want the experience of going to the store, Ellis said.

"We have found a lot of customers, me included, shop online, but they do show up in the store, too, because people like to touch and feel," Ellis said.

And with the entertainment at the Irvine Co.'s shopping centers, such as at the Market Place in Tustin, where shoppers can hear carolers and a steel drum band playing holiday jingles, bargain hunters can have a memorable experience, Ellis said.

"It's a lot more fun to go ice skating for free at midnight. It's a memory and something to talk about instead of just sitting at a computer clicking away," Ellis said.

Economists expect a more robust shopping season this year in part because consumer confidence is growing, Adibi and Gilly agreed.

Twin sisters Alissa Rose, left, and Delaney Rose, 16, of Mission Viejo carry their shopping bags through The Shops at Mission Viejo in their pajamas while shopping at 7 a.m. on Black Friday. STEVEN GEORGES, FOR THE REGISTER
Santa has his hands full with 20-month-old twins Faye Kendall Diamond, left, and Jack Kendall Diamond at The Shops at Mission Viejo on Friday. STEVEN GEORGES, FOR THE REGISTER
Jigar Patel, left, of Aliso Viejo and his wife, Sonya Patel, carry their bags through The Shops at Mission Viejo as they look for deals during Black Friday. STEVEN GEORGES, FOR THE REGISTER
Lauren Fleniken of Highland walks through the California Christmas store in The Shops at Mission Viejo during the morning of Black Friday. STEVEN GEORGES, FOR THE REGISTER
Bobbi Dellos of Chino Hills, front carries her bags down the escalator after shopping at The Shops at Mission Viejo since 3:45 a.m. for Black Friday. Dellos said she was shopping for "everybody I love." Behind her are Emily Keatin, left, and Alyssa Anenberg, both from Lake Forest. STEVEN GEORGES, FOR THE REGISTER
Olga Perez of Laguna Niguel, left, and her friend Elizabeth Piesch Mission Viejo carry their shopping bags through The Shops at Mission Viejo after arriving at the mall at 5 a.m. for Black Friday shopping. STEVEN GEORGES, FOR THE REGISTER
Two-year-old Luke Komaki 2 of Laguna Hills plays in the fountain at The Shops at Mission Viejo as his dad, Yuichi Komaki, takes a break from Black Friday shopping at the mall. STEVEN GEORGES, FOR THE REGISTER

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